Promoting the power of frozen

Design / Content Creation


Our design team was given the task of refreshing an established market report for a leading food industry trade association.

Tell me more

The British Frozen Food Federation (BFFF) is the leading trade association for the frozen food sector. Its aim is to promote and protect the interests of the frozen food industry.

Every five years the Association produces the Frozen Food Report (FFR), which brings together the latest sales figures, market predictions and comment from industry leaders.

The latest FFR features research from leading names including Kantar Worldpanel and IGD to give a full picture of the market for frozen food, plus opinions and market predictions from industry leaders, including foodservice consultant Peter Backman and director of the British Plastics Federation Barry Turner.

Although the report has been produced before, new branding has been introduced since the last edition in 2015. Our team was briefed to ensure the latest report reflects the updated image of the BFFF.

The challenge

This publication was a significant departure from previous reports, both in terms of style and content. It would still cover a wide range of subjects, including market growth, changing consumer behaviour and predictions from industry leaders, but also needed to record the effect of COVID-19 on the industry, plus discuss topical issues like sustainability and food waste.

Contributions were submitted from around 30 experts, and many included graphs and charts in different styles. Additionally, the client requested that throughout the report we showcase frozen food products shortlisted for BFFF awards.

All this needed to be compiled into a coherent, visually appealing design that reflected the BFFF’s new logo and brand palette.

The Pelican approach

Working closely with the BFFF, our design team prepared layout templates to develop the style, look and feel of the report. We created a clean design that focused on readability for the audience, while applying BFFF’s latest logo, fonts, corporate brand guidelines and colour palette.

The Pelican team created original graphs and charts from the data provided that would blend seamlessly into the report design and help bring the facts and figures to life.

Finally, photography of the product award finalists was incorporating throughout the report in dedicated box-outs that would highlight each product without distracting from the overall content.

The results

The FFR has received a very warm reception from BFFF members and will now move from a five-yearly publication to annual.

Pelican Communications is a specialist in the environment & CSRfoodpackaging & logistics and trade association sectors and offers a range of services such as strategy, design,  content creation,  public relations and people development.

Contact us for marketing and communications expertise.


Frozen Food ReportA Food Service Brochure Mock UpA Sustainability Brochure Mock UpA Consumer Brochure Mock Up